ツーリズムに革新的新しい方向をもたらすものか

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1 01 研究論文 Y 世代とツーリズム ツーリズムに革新的新しい方向をもたらすものか Generation Y and Tourism: A New Trend? 大橋昭一 Shoichi Ohashi 和歌山大学観光学部 キーワード :Y 世代 ユース ツーリズム デジタル ネイティブ Key Words:Generation Y, youth tourism, digital native Abstract: As Generation Y emerged into mainstream tourism today, there arose controversies. Reviewing some of the studies conducted in Australia, this paper argues that general opinions on so-called new trends associated with the Generation Y share commonalities with that of postmodernism. Ⅰ. 序 問題の所在 Mannheim,K. M,p. B,p.xi; P,p. cohort B,p.x; M,p. Wikipedia H Y generation Y Y Ad Age H millennial generationmillennials Y Y echo baby boomer net generation : generation weglobal generation next generation Y News Week H Pendergast,D.P,p.; M,p. Y 01

2 02 図表 1: アメリカにおける世代名称 Puritan Generation - Puritan Awakening - Cavalier Generation - Glorious Generation - Enlightenment Generation - Awakening Generation - First Great Awakening - Liberty Generation - Republican Generation - Compromise Generation - Second Great Awakening - Transcendentalist Generation - Transcendental Generation - Gilded Generation - Progressive Generation - Third Great Awakening - Missionary Generation - Lost Generation - Interbrellum Generation - G.I. Generation - Greatest Generation - Jazz Age - Beat Generation - Silent Generation - Baby Boomer - Generation Jones - Consciousness Revolution - Generation X - th Generation - MTV Generation - Boomerang Generation - Culture Wars s-present Generation Y - Millennial Generation - Generation Y - New Silent Generation s-?, Y ~ ~ H 図表 2: 世代の別と世代名称 GI silent baby boomer X Y Z P,p.. Y Ⅱ.Y 世代の一般的特色 Y Y Y Y P,p.ff. Y IT Y X Y IT Prensky,M.Y digital nativedigital immigrantp, cited in P,p. 02

3 03 図表 3: デジタル ネイティブとデジタル移民との対比点 play work P,pp.-. random twitch speed conventional play sharing of knowledge and information Y Y Y Y Y uncertain spender Salt,B. helicopter kidss,cited in P,p. Y sheltered Y Y Y fun conservativep,p. Y P,p. Y Y Kane,S. H IT tech-savvy family-centricachievement-oriented team-oriented attention-craving Moscardo,G. 03

4 04 Beckendorff,P.Y Y Y Y mythbustingy ICT M,p.. 図表 4: 一般に Y 世代の特性とされている事項 Ⅲ.Y 世代神話の批判論 1. Y 世代の全般的特性について Y Y Y Y Y a more complex picture M,p. Y Macleod,A. Y % % Y % M,p. Y IT Y Y uninvolved functionalist % viewer, reader % IT enthusiastic contributor % M,p. Pew Research Center Y internet savvy 04

5 05 M,p. IT Y Y IT Y IT IT Y Y Y % Y Y adolescentm,p. Y B,p.Y 2. Y 世代のツーリズム志向性について Y Y World Youth Student and Educational Travel ConfederationInternational Student Travel Confederation Y Y Y M,p. Y Canadian Tourism Commission % Y % Y % Y EC Eurobarometer Y EU % M,p. Y Y Y nature M,p. Y IT social orientation family orientation M,p. Y Y Y 3. Y 世代のツーリズム行動 GBR Y B GBR 05

6 06, % X Y X Y X Y 図表 5 : GBR 若者来訪者の推移 B,pp.-. GBR GBR large boat small boat Y % %Y Y GBR Y Y Y Y Jennings,G.Cater,C.Lee,Y. Ollenburg,C.Ayling,A. Lunny,B. J Ⅳ. ユース アドベンチャー ツーリズム論 06

7 07 Australian Bureau of Statistics UNWTO J,p. quality tourism Tourism Research Australia backpacker industry % earnings % J,p. personal connectivity social connectivitycombining experiences experience delivery interconnectivity of entire travel experiences high-order conceptsroot concepts (1) 個人的結合性 commodified experiences authentic interaction Huntley,R. choice J,p. (2) 社会的結合性 上位概念 個人的結合性 J,p.. 図表 6: 質的 ( アドベンチャー ) ツーリズムの経験 社会的結合性 経験の組み合わせ 経験の仕方 全旅行経験の相互結合 07

8 08 (3) 経験の組み合わせ multiple experiences; experiential smorgasbord (4) 経験の仕方 (5) 全旅行経験の相互結合性 loyalty (6) 下位概念 : having fun : normative codes of conduct quality tourism experiences J,p. Ⅴ. 結 Y 世代論の意義について IT M,p. X Y Y,, reflexive modernization Y Y reflexive reflexive J,pp., Y 08

9 09 [ 参照文献 ] B: Benckendorff,P., Moscardo,G. and Pendergast,D. eds., Tourism and Generation Y, Wallingford: CABI. B: Benckendorff,P. and Moscardo,G., Understanding Generation-Y Tourists: Managing the Risk and Change Associated with a New Emerging Market, in: Benckendorff, Moscardo and Pendergasteds., Tourism and Generation Y, pp.-. H: wikipedia.org/wiki/generation Y, accessed on //. H: wikipedia.org/wiki/generation Y, accessed on //. H: about.com/od/practicetips/a/generaationy.htm, accessed on //. J: Jennings,G., Cater,C., Lee,Y., Ollenburg,C., Ayling,A. and Lunny,B., Generation Y: Perspectives of Quality in Youth Adventure Travel Experiences in an Australian Backpacker Context, in: Benckendorff, Moscardo and Pendergasteds., Tourism and Generation Y, pp.-. M: Moscardo,G.and Benckendorff,P., Mythbusting: Generation Y and Travel, in: Benckendorff, Moscardo and Pendergasteds., Tourism and Generation Y, pp.-. P: Pendergast,D., Getting to Know the Y Generation, in: Benckendorff, Moscardo and Pendergasteds., Tourism and Generation Y, pp.-. P: Prensky,M., Listen to the Natives, Educational Leadership, Vol., pp.-. S: Salt,B., The Big Picture, Sydney: Hardie Grant. : : - : - : - : - 09